The First Dance

Antarctica: The First Dance

A PR specialist's dream come true. A charismatic client with a project that demonstrates visionary ambition and courage. New Zealand media fell for Corey Baker – and so did we.

Corey Baker, UK-based, Christchurch-born former dancer and choreographer came to Brown Bread with what sounded like a crazy plan, staging the first dance ever in Antarctica to draw attention to the fragility of this beautiful continent.

We soon realized his plan was not so far-fetched. Corey already had a film crew in place, a broadcast deal with UK-television, a team on the ground in the UK, and a partnership with Antarctica New Zealand. He just needed a little extra help to realise his dream.

It’s no secret that we love a grand artistic gesture, so Brown Bread came to the party to ensure national PR and media coverage. The result? From One News covering a live dance rehearsal to a profile of Corey on TVNZ’s Sunday, and multiple print media mentions from MindFood to the NZ Herald, we generated media reach of over two million.